How is Burberry perceived in the market place?

Questions to Burberry case  (HBS W142120)
1.  How is Burberry perceived in the market place? How does the present  image compare to the past and the factors which made the brand successful?
2. As the new CEO, what would be your biggest challenges and what would you focus on?
3. As the world globalizes and the quality of production in the outsourced factories improves, does outsourcing production still have a serious negative impact? Is the “made in Britain” label critical to keep the luxury status?
4. What are the operational and marketing changes Burberry can make? What are the potential future impacts of company’s actions on Burberry’s position in the market?
Your paper should be approximately 2000 words long and use the quantitative and qualitative data from the case study. The quality of your work will be evaluated on 3 dimensions:
Logic    40
Completeness  40
Presentation 20

size 12pt

font Times New Roman

Double Spaced

2000 words

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